Samsung India, the market leader in mobile phones and flat panel televisions, has restructured its consumer electronics and home appliances business into geographical divisions, seeking to replicate the success of its smartphone sales model only weeks before the festive season, two senior industry officials said.

The reorganisation undertaken about 10 days ago follows the merger of divisions and reshuffle of heads in the business in July-August. Samsung India Electronics president and chief executive officer Hyun Chil Hong wants to ensure that the consumer electronics business performs at the same pace as the smartphone business.

Samsung has divided the business into two broad regions. India One will cater to the North and East and will be led by Alok Pathak, who earlier headed brand shops and retail sales, engaging with smaller dealers and distributors. India Two will cover the South and West and is headed by Rakesh Moza, who was chief of modern retail and regional retail chains.

Modern retail, which includes business from chains such as Croma and Reliance Digital, will remain a separate vertical headed by Nabendu Ray.

"This geographical division of business structure was already prevalent in the smartphone business and the management believed it was one of the main reasons behind the accelerated growth," a senior trade official of Samsung India said. "Such belief has led the company to adopt the same model for consumer electronics and home appliances where the market has slowed down and sales targets are hard to meet."

Samsung has expanded the number of regional offices from eight to 14 and placed seasoned professionals to push sales and better control inventory.

"In order to achieve our goal of delivering maximum value to our consumers and partners, we do reallocate resources in business divisions from time to time," a Samsung India spokesperson said in response to an email from ET. Samsung India, the No. 1 seller of smartphones in the country, has a marginal lead over Sony in flat panel televisions. In white goods, rival LG India is still the leader, with Samsung focusing on premium products to gain share.

The industry has slowed down since June with sales of white goods stagnating and the growth rate for television has halved, pinching all brands. The changes at Samsung India are aimed at boosting sales, especially during the festive season, which accounts for more than one third of the industry's sales.

"It shows the urgency in hand for Samsung to overcome the slump since sales during Onam have been below target," said another senior trade official, adding that it is probably the first time that any maker of consumer durables has made such sweeping change in business structure and teams just before the festive season.

Mobile phones contributed 70% to Samsung India's Rs 40,392 crore revenue in 2013-14. The company has not released sales information for 2014-15.